The track Persuasive Communication of the Master's in Communication Science addresses communication processes that are intended to achieve specific persuasive goals in marketing and health communication.

Why study Persuasive Communication?

In this Master’s, you will study a variety of marketing and health communication theories, and learn how to apply these theories to challenging problems of consumer and health-related behaviour. By using the latest scientific insights, you will learn how and under which conditions communication can be used as a strategic tool to inform and influence people. Particular attention is paid to communication through new media and technologies, including interactive and social media.

This track teaches you how to systematically develop and evaluate marketing and health communication messages and campaigns in a rapidly changing digital society. You will learn how people use media to fulfil their needs and how you can target your audience, choose appropriate channels and tools, use new media in an innovative way and evaluate the success of your messages and campaigns. Next to a firm theoretical base, we also closely collaborate with professionals in the field to assure an excellent preparation for your professional life. It is a fascinating and creative track with highly qualified and enthusiastic lecturers who provide students with the skills they need for a successful career in the communication departments of advertising, marketing or health organisations.

Persuasive Communication at the University of Amsterdam

Amsterdam is a fascinating, media-saturated, multicultural environment. Studying in a major European center for media research and development provides you with a network of (international) contacts that helps you find work after graduation, both in the Netherlands and elsewhere. Many of the programme’s lecturers are researchers at the Amsterdam School of Communication Research (ASCOR) at the UvA's Faculty of Social and Behavioural Sciences. Furthermore, ASCoR has over 50 permanent senior researchers and its international English-taught PhD programme has more than 30 young researchers working on their dissertation.

Degree certificate

Persuasive Communication is a track of the accredited degree programme Communication Science. After successful completion of this programme, you will receive a legally accredited Master’s degree in Communication Science and the title Master’s of Science (MSc). You will graduate from an internationally consistently high ranked university. The QS World University Rankings by Subject 2019 lists Communication Science at the University of Amsterdam as the best (no.1) ranked programme worldwide.

Application and admission

If you did not obtain a Bachelor's degree in Communication Science at the University of Amsterdam, you are required to apply for admission to the Master's programme. The sub-site on application and admission will walk you through the steps necessary to apply.

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